Coca-Cola, PepsiCo and Anheuser-Busch InBev are among marketers that are paying millions to advertise during the Super Bowl on Feb. 3. Social media are playing an increasing role in the event, with Coca-Cola using them to promote a 60-second ad that will show early in the game. Viewers can vote for one of three teams involved in the "Coke Chase," and the result will appear in an ad right after the game.

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